While spokespeople at Children's Healthcare of Atlanta -- who designed this $50 million, five-year print and television advertising campaign -- told the Atlanta Journal-Constitution that this "very arresting, abrupt campaign" is just what the doctor ordered, critics accuse the Strong4Life campaign of creating a stigmatizing environment for overweight kids.

The ads range from Bobby asking, "Mom, why am I fat?" to Tina sadly staring at the camera as she explains why she doesn't like to go to school. "Other kid's pick on me," she says. "It hurts my feelings."

The commercials are punctuated by a stark and startling message: "Being fat takes the fun out of being a kid."

Critics include angry Facebook commenters, complaining that the ads create a "climate of hate", as well as medical professionals.

"Blaming the victim rarely helps," Dr. Miriam Labbok, director of the Carolina Global Breastfeeding Institute at the University of North Carolina at Chapel Hill, told ABC News. "These children know they are fat and that they are ostracized already."